Social Networking 101
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Transcript of Social Networking 101
Social Networking 101
Social Networking 101
• What’s social networking?
• How’s it being used?
• Business examples
• What might be in it for us?
Agenda
What is social networking?
Wikis
Podcastsdelicious
WIKIPEDIA
What’s All The Fuss About?
Lots of buzz about social networking
Over-30 perception:
For young people
Mostly useless babble
“Hip factor” driving it
Not much business application
Fad - people & companies jumping on
bandwagon
What’s All The Fuss About?
Another View:
Fundamental shift in way we communicate, buy, and work
Not a fad – not going away
Represents 20% of Internet time
No longer optional:
Customers are asking for it
Competitors are using it
Impt service & relationship building opportunities
What’s different about social networking?
Space defined by media owner Space defined by
consumer/client
Brand in control Consumer/client in control
One way, brand speaking Two way, a conversation
Repeating the message Adapting the message
Focused on brand Focused on consumer/client
Entertaining Involving
Brand creating content User created content/co-creation
Traditional media Social Networking
What is social networking?
Community of people tied together by interest, product,
service, event
A conversation among customers, business partners,
employees
For individuals, value is in their community
For companies, value is in harnessing the community
Business Benefits of Community
Inexpensive product research Idea contributions Inexpensive customer support Sales support Learn from customers/partners Turn customers into advocates Organize people internally or externally
delicious
What is social networking?
Podcastsdelicious
WIKIPEDIA
Wikis
What is social networking?
Podcastsdelicious
WIKIPEDIA
Wikis
Blogs
Short for WeBLOG
Website maintained by individual(s)
Regular commentary, may include graphics or videos
“Bully Pulpit” for anyone
Followers respond with own commentary
Participatory journalism, user-generated content
More than 200,000,000 blogs
Corporate Blogs - Status
Most stink
Predictable & formulaic (take “humanity” out of
blogging)
Mostly oriented towards self promotion
Focus on product & service announcements
Infrequent, boring postings
Few followers or responses
Often don’t allow comments
Blog Examples
Insurance Technology
No Risk Zone
Progressive Insurance
Progressive critics
Starbucks & Anti-Starbucks
Merchants IT Service
Corporate Blogs - Questions
Who’s the intended audience?
What are the goals of the blog?
Is content customer oriented (“outside in”)?
Is it engaging?
Does it encourage dialogue?
Does it emphasize human element?
Does it avoid corporate speak?
Are there frequent postings?
Business-oriented social networking
Professional networking & prospecting
80% of companies use Linked-in for recruiting
October 2009 : 50 million members, 170 industriesOct 09
Personal Profile
“LinkedIn Profile is the future of the resume”
Company Profile
Used mainly for recruiting & brand awareness
Content editing open to all employees
Groups
Many thousands
Connect with people in industry or profession
Networking & micro-blogging
service
140 character message
(“tweet”)
Roots in text messaging
58 million users (30% adults)
2 million+ tweets/day
Why ?
Personal Uses
Sharing news Variety Meeting new people Building community Real-time search Learning Entertainment
Why ?
Business Uses
Brand building Customer service Product / service feedback Monitoring trends Contests, Polls, Coupons Product / service reviews Real-time testimonials Competitive intelligence Selling
Twitter Business Accounts Multiple accounts & users Monitor keywords & trends “On Duty” notifications Tweet assignments Conversation threading Rich profiles Click tracking Tweet scheduling
Examples
ITG
Originally started for college students
3Q09 - 300 million+ active users #2 site in world behind Google
Greatest growth: age 35-49
Connect with friends & family, co-
workers,
business partners, groups
2nd most popular Facebook page is
Coke
Started & run by fans
Basic Stats
Facebook “profile” – info, photos, video
“Wall” postings, automatic notices &
comments
“Friend” & group networking
Notes, “gifts”, news feeds, events, IM
“Pages” & “Fans”
Many “apps”
Marketplace
Facebook Connect
Key Features
Target Marketing
Targeted campaigns
Customized ads
Links to other web
pages
Real-time reporting
Analytics
Refine ad & campaign
Modest cost
Analytics
Examples
For agents onlyMichael Tepedino Agency
1 billion daily views
4th most visited web site
200,000 videos uploaded every day
100,000,000 videos viewed every day
Basic Stats
Video upload & viewing
Comment, rate, responses
Video annotations & captions
Content management
YouTube Insight
Statistics by geography &
time
Key Features
Marketing
Presentations
Training
Customer service
Expert interviews
Customer testimonials
Events
Business Uses
Brand awareness – “face” to brand
Improve customer service
Move traffic to company web site
Corporate transparency
Apparent “intimacy”
Trust building
Business Benefits
Examples
Social Networking - Excuses
My customers aren’t asking for it
My competitors aren’t using it
I don’t want our mistakes announced
publicly
I don’t have the time
I don’t understand it
Social Networking – What’s In It For Us?
Communication
Engage with customers
Build our community
Attract new customers
Improve our reputation
Build our brand
Earn trust
Build customer loyalty
Social Networking – What’s In It For Them?
Networking
News & Updates
Knowledge & learning
Fun & entertainment
Supporting a cause
Sales opportunities
Product/Service
participation
Social Media Considerations
Why do we want it?
What do we hope to accomplish?
How does it fit into our strategy?
What are our goals?
What communities to target?
How will we measure success?
What are the risks?
How/who to staff it?
How do we get started?
Where to Start?
Listen – learn – experiment
First platform: a blog
Next phase: Facebook, Twitter, LinkedIn
Reach out - connect with others – gain followers
Experiment and measure
Rinse, repeat
Social media consultant